Transcript Keynote Title - Microsoft Dynamics

The Changing Sales and
Marketing Roles
Cheryl Strege| The Partner Marketing Group
Introductions
• Cheryl (Wilson) Strege
• 25 years of ERP & CRM marketing
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Great Plains
Microsoft Dynamics
The Partner Marketing Group
• Microsoft Programs
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Turnkey Marketing Programs
Butterfly Publisher
R2R Marketing Plan Reviews
R2R Integrated Marketing & Sales Workshops
Intros & Objectives
• Who are you?
• Why are you here?
Last car you purchased…
Qualified or not?
What does the buyer want from you?
Used to need you for…?
1. _____________
2. _____________
3. _____________
What does the buyer want from you?
Need you for…?
1. Education
2. _________
3. __________
What does the buyer want from you?
Used to need you for…?
1. Education
2. Demo
3. __________
What does the buyer want from you?
Used to need you for…?
1. Education
2. Demo
3. Pricing
What happens next?
• A contact is made –
website, contact form,
phone, click-to-chat, or
‘social’.
• Why you?
What to do?
Tell me a story
• EXERCISE: Share a customer story.
• Stories are easy to recall in the
heat of a sales call.
• According to Jerome Bruner, a
cognitive psychologist, a fact
wrapped in a story is 22X more
memorable.
Stories Come in Many Forms
The best stories are…?
• Qualities?
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Emotional = memorable
Relevant
Relate-able
Uniquely yours
• Where told?
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Website
Social properties
Written
Video/visual
A good home for your stories
• Website is the foundation.
• Getting found + what happens when you are
found?
• Customer experience matters.
• Only a few seconds to get it right.
Your online persona
CONVERSIONS!!
Being Found > Conversions
70-80%
of users
ignore the
paid ads,
focusing on
the organic
results.
75% of users never
scroll past the first page of
search results.
18% of organic clicks go to the
#1 position, 10% of organic
clicks go to the #2 position, and
7% of organic clicks go to the #3
position on Google.
SEO leads have a
14.6% close rate,
while outbound leads
(such as direct mail or
print advertising) have a
1.7% close rate.
4 ways to increase conversions
1. Point prospects to the correct page
2. Improve the content on your site
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(not always the home page)
Visually appealing
Emotional story telling
Relevant to their pain points
3. Place call-to-action in a prominent place
4. Overall design matters
Speaking of
content…
TOFU
MOFU
BOFU
Top of the funnel
Middle of the funnel
Bottom of the funnel
Research mode
Interested, qualified
Ready to buy
Awareness
Evaluation
Purchase
OFFERS
OFFERS
OFFERS
Whitepapers, brochures,
how-to videos, guides,
infographics, checklists
Webinars, case studies,
FAQs, ebook, videos,
industry-specific content
Free trial, demo, assessments,
estimates, promotional pricing
Blogging, SEO, social media,
PPC, re-targeting
Landing pages, forms to
capture contacts, lead
nurture emails
Lead nurture emails, phone
calls, proposal
Key Takeaways
1. Understand the buyer (buying process)
• Talk to them w/o sales or AMs present
• Understand why they need from you
• Understand why you? Or why the competition?
2. Invest in content for the ‘qualified’ or
‘interested’ buyer (MOFU + BOFU)
Key Takeaways
3. Nurture the middle and bottom of the
funnel consistently (mktg automation)
4. Invest in good storytelling content
5. Equip the sales team with customer
examples, benefits, and business
outcomes (good stories)
6. Engage with MOBILE buyers
Resources
• Microsoft Dynamics Marketing Services Bureau
– The Partner Marketing Group
– Inhouse Video
• PartnerSource
– ERP in SMB Partner Marketing Campaign Resources
– New FY15 Industry Campaigns
Industry Content
For marketing & sales: First Research
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Critical issues
Business trends
Business challenges
Executive insight
Executive conversation starters
Industry-specific websites
Content Idea Generator.com
What landed today?
About The Partner Marketing Group
• Experience-backed guidance
combined with high-quality
content to fuel your inbound &
outbound marketing
campaigns.
[email protected]
• Marketing planning and strategy
• Virtual Marketing Director
• Content development:
– Website
– Blog posts
– Social
– Campaigns
– Microsoft Pinpoint, bios, ‘About’
THANK YOU
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